AIRWALK’S VISUAL DEVELOPMENT GUIDE
Visual Development Guide
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Vol. 2 Visual Development Guide
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CONTENTS
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BRAND INTRODUCTION
LOGO DEVELOPMENT
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Round One Sketches
Brand History
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Logo History
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Round Two Sketches
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Mission Statement
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Round Three Sketches
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Our New Logo
AIRWALK’S VISUAL DEVELOPMENT GUIDE
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LOOK-ALIKE LOGO
STANDARDS ANALYSIS
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40 Company Logos
Visual Standards Identity System
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BRAND INTRODUCTION Brand History Logo History Mission Statement
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BRAND HISTORY
About Airwalk Airwalk, a popular line of casual, active casual, and specialty sports shoes targeted almost exclusively at people under the age of 25. Airwalk’s line of snowboarding boots is the top seller in its category; the company also designs and markets a branded line of snowboards, bindings, and other accessories for that rapidly growing segment. Airwalk was one of the first board sports brand, inspired by and made for skaters. It is one of the brands that launched and built the only action sports community. Before the advent of Airwalk into the skateboarding market, the athletes themselves modified the shoes to reduce the wear and tear on the skateboard. Airwalk is the first brand to develop the highest level of shoe safety, pedal padding and rubber banding.
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Logo History Before starting the redesign process, it is essential to understand the development of Airwalk’s visual identity. Airwalk has had two different logos over the years. The initials in the logo have evolved f rom symbolic icons to wordmarks. The wordmark is almost shaped like a skateboard.
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LOGO HISTORY
1989 - 1994
1994 - Present
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NEW MISSION Airwalk’s mission is to push people to be fearless and let go of their inhibitions.
Keywords Passionate Limitless Individualistic
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BRAND MISSION & KEYWORDS
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LOGO DEVELOPMENT Round One Sketches Round Two Sketches Round Three Sketches Our New Logo
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ROUND 1 SKETCHES
Round 1 Sketches In the initial sketches, I looked at three words: Misfit, Passion, and Revolution. Each word sketch included a symbol, a graphic, and a wordmark. The initial exploration made me try a variety of concepts and choose a direction for the final logo design.
Potential logo ideas are indicated by the square
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Misfit Key phrase: One size doesn’t fit all
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AIRWALK’S VISUAL DEVELOPMENT ROUND 1 SKETCHES GUIDE
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ROUND 1 SKETCHES
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Revolution Key phrase: It is in your spirit
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ROUND 1 SKETCHES
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ROUND 1 SKETCHES
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ROUND 1 SKETCHES
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Passion Key phrase: Passion is Energy
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ROUND 1 SKETCHES
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ROUND 1 SKETCHES
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ROUND 1 SKETCHES
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ROUND 1 SKETCHES
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AIRWALK
airwalk
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ROUND 1 SKETCHES REFINED
AIRWALK
AIRWALK
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ROUND 2 SKETCHES
Round 2 Sketches After first round of rough sketches, the camp of Passion and misfit seems to have the most potential. I chose some logos for developing refinement logo’s.
Potential logo ideas are indicated by the square
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AIRWALK’S VISUAL DEVELOPMENT ROUND 2 SKETCHES GUIDE
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AIRWALK’S VISUAL DEVELOPMENT ROUND 2 SKETCHES GUIDE
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ROUND 2 SKETCHES REFINED
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ROUND 3 SKETCHES
Round 3 Sketches After second round of rough sketches, the camp of Passion seems to have the most potential. I chose some logos for developing refinement logo’s. The focus of this brand mark is to combine A with a thunder bolt to symbolize energy and passion.
Potential logo ideas are indicated by the square
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ROUND 3 COMP SKETCHES
AIRWALK 49
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AIRWALK
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ROUND 3 COMP SKETCHES
AIRWALK
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Our New Logo
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AIRWALK’S NEW LOGO
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LOOK-ALIKE LOGO 40 Company Logos
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Similar Logos The concept behind every logo is unique and different yet the brands logo maybe visually similar to other existing brands. This to is prevent any same elements as any existing logos.
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LOOK-ALIKE LOGOS
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LOOK-ALIKE LOGOS
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STANDARD ANALYSIS Visual Standards Identity System
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VISUAL GUIDE INSPIRATION Finding existing Visual Standards Guilds to create the guild for AIRWALK. These examples help me to establish a the visual standards guide in the future.
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NEW IDENTITY INTRODUCTION The brand states the reason behind the new brand identity and also having both the logo’s side by side gives a more better understanding about the core of the brand.
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VISUAL STANDARD INSPIRATION
LOGO ANATOMY The brand uses grid, scale and numbers for showcasing the logo, which is very effective. This grid clearly states the clear space and minimum size so no rules are broken.
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TYPE SPECS The type specs shows the typeface used for the brand and also provides the specification of the point size and the leading for different platforms.
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VISUAL STANDARD INSPIRATION
MAIN ID COLORS The brand has presented the colors representing different sectors of the brand. Also providing in-depth information of the color codes in different mediums makes no room for error.
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LOGO DONT’S The brand shows the incorrect ways of using of the logo and also supports the examples with text so it gives a clearer understanding to the audience.
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VISUAL STANDARD INSPIRATION
ALTERNATE VERSIONS OF THE LOGO FedEx clearly states different variations in the logo that specifies different services along with the color combinations and the background.
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The new brand is ready to be introduced to the world and inspire people to be fearless and let go of their inhibitions.
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DESIGNER Roshni Vasudevan CLASS Nature of Identity Fall 2021 INSTRUCTOR Hunter Wimmer FONTS Montserrat IMAGES Unsplash Pexels PRINTING Blurb.com STOCK Mohawk Superf ine 100lb Uncoated text
This is a student project and was created for academic purpose. It is not intended to represent the parent brand in any way.
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